[Minish People] Soo Kyung Seo, CEO of Soo Style
“Two things that changed my life: fashion and Minish“
From styling celebrities to commerce to being a creator. With 20 years of experience in fashion and style, Soo Kyung Seo (43), CEO of Soo Style, is preparing to enter the Japanese market.
The lifestyle brand, which is set to launch in February next year, will incorporate the company’s on-the-ground know-how and boundaryless spirit. Starting with beauty products, the brand will cover all aspects of life beyond fashion.
“I’d like to see my 20 years of experience in Korea recognized overseas, and I’ve been working with Japanese companies and media for a while now, and I’ve seen the possibilities, especially since Japan is a detail-oriented culture, which fits in well with the perfectionist lifestyle I strive for.”
A 20-year journey from dream to reality
This spirit of challenge has been with him since he started in the industry more than 20 years ago. Seo has wanted to be a stylist since high school.
He started in the industry at the age of 21 and has been in the field for over 20 years, serving as the “boss” and one of the most diligent staff members.
She also offers styling classes for the brand’s VIP customers.
Even now, when collaborating with famous artists has become a way of life, he still says he “can’t call myself successful.” His definition of success has changed over the years.
“Money used to be the measure of success, but now it’s more about ‘time freedom’. Being able to spend my time however I want, that’s the real success.”
The turning point that made his name in the public eye was styling Girls’ Generation exclusively in 2013. Their global fandom was overwhelming at the time, and naturally, their outfits and styling became a focus of attention. As he worked around their schedules to perfect their style, his face and name began to be recognized.
Capitalizing on the success of Girls’ Generation, she gradually expanded her activities. She pioneered new areas by entering home shopping and live commerce, and expanded her activities as a fashion and beauty creator during the corona pandemic.
A competitive edge built on experience
Today, he is active in various fields, including styling for Psy’s “Hmmm Show,” live broadcasts, and corporate lectures. Whether it’s on stage, in front of the camera, or in a lecture hall, he is always at the center of his work as a stylist.
He attributes his ability to juggle so many different things to experience.
“Sensation has its ups and downs, but experience gives you steadiness. It’s years of experience in the field that allows me to not panic if my costume doesn’t fit three minutes before the show, and that’s an asset that time and money can’t buy.”
Based on her long experience in the field, she also conducts styling lectures for brand VIP customers and corporations. For VIP lectures, we focus on the latest trends, and for general lectures, we take a careful approach that reflects consumer preferences and lifestyles.
In his lectures, he consistently emphasizes the principle that “you look as good as you know”. He explains trends and color combinations, but above all, he stresses the importance of studying yourself.
“The one thing that well-dressed people have in common is self-understanding,” he says, “and if you know what looks good on you, what brand and what size fits you, you’re going to look good.” In fact, many people have changed their shopping habits and gained confidence after taking his classes.
My Two things that changed my life: fashion and minish
Along with fashion, the second thing that changed his life was, surprisingly, his teeth. As his teeth became more discolored with age, he opted for a Minish treatment, which made a bigger difference than he expected.
“Since Minish, I’ve often been told that I’m ‘younger’ – I used to find it difficult to smile widely, but the confidence in my smile has changed my expression and mood.”
He calls teeth the foundation of anti-aging. He emphasizes that even small changes can completely change your impression and energy.
“I say there are two life-changing things: first, style, and second, teeth. Some people would say it’s an external change, but I think it’s an internal confidence boost.”
Soo Kyung Seo, who has been transforming celebrities for 20 years, says the power of transformation is not just about changing your appearance. It’s about boosting self-confidence, which in turn fundamentally improves the quality of life.
His philosophy is that a change in clothing can lead to a smile, which can change a person’s mood and energy.
Now, he wants to take this message of change beyond Korea and into the Japanese market to reach more people. We’re looking forward to seeing how his 20 years of experience will bear fruit in this new challenge.
